Analysts expect Sony to focus heavily on specs — what the new console can deliver that is above and beyond the capabilities of the current generation of devices that includes the company\’s PlayStation 3, which will hit its seventh anniversary on the market this fall. Expectations are currently pointing to an off-the-shelf chipset that would be cheaper to update compared to an internally developed processor. The console is also expected to feature new abilities, like being able to stream games in real-time without downloads or a plastic disk.

But pricing details are unlikely to come out tonight, as the console is not expected to hit the market until this fall — at the earliest. So Sony is likely interested in building up anticipation for the console without causing a distraction of sticker shock, as game consoles typically launch with relatively high prices and come down over the course of their lifespans.

However, Sony and other console makers face more limits on their pricing power this time around, given that the console videogame market has come under pressure from smartphones, tablets and social games that are far cheaper to play — and don\’t require any additional investment in hardware. Sony launched the PlayStation 3 at a $600 price tag, and few expect the company will be able to command that sort of pricing in the current environment.

\”The price needs to be attractive, and the content needs to be robust,\” Colin Sebastian of Robert W. Baird told MarketWatch, adding that \”there are big challenges there.\”

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